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Sports PR trends in the second decade of the 21st century: why sports legends' non-profits work

SPORTS PR TRENDS IN THE SECOND DECADE OF THE 21ST CENTURY: WHY
SPORTS LEGENDS’ NON-PROFITS WORK
by
Alessandra Perez-Silva
______________________________________
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2010
Copyright 2010 Alessandra Perez-Silva

With every conceivable sport being integrated into the lives of Americans via television and the internet, athletes have become worldwide celebrities. It is now becoming more and more popular for professional athletes to start nonprofits in their own names, and because of this, it is more difficult for an athlete’s charity to survive. Only a select few actually flourish. To investigate why certain nonprofits are more successful than others, the author carefully researched and analyzed three athlete-owned charities, their impact on the community and in their own lives. The author also determined why the use of an athlete is beneficial to a non-profit organization. Lastly, the author offers recommendations to sports public relations professionals about how to successfully start and sustain an athlete-owned charity.

SPORTS PR TRENDS IN THE SECOND DECADE OF THE 21ST CENTURY: WHY
SPORTS LEGENDS’ NON-PROFITS WORK
by
Alessandra Perez-Silva
______________________________________
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2010
Copyright 2010 Alessandra Perez-Silva